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Photos Kimora Lee & Siti Nurhaliza
Universal Networks Presents High Heeled Warriors
New psychographic study: Asian women Are Doing It All
4 November 2011, Kuala Lumpur – In an initiative to better understand the female English pay-TV audience in Asia, media company Universal Networks International, with research partner Synovate, launched High Heeled Warriors, a unique psychographic study of women across South East Asia.
The study gives an in-depth look at the lifestyle habits, psychographic motivations and self-identity of contemporary urban women in The Philippines, Singapore, Malaysia and Indonesia. The appellation of “High Heeled Warriors” aptly summarises its findings, of how Asian women are approaching expectations and duties with increasing power, intelligence and capability.
Universal Networks, which brings a bouquet of entertainment channels, including DIVA Universal, Universal channel, E! Entertainment and Style, invested in the psychographic research of female audiences to establish itself as a unique media solution to advertisers and marketers alike.
The research, based on Synovate’s research framework, Censydiam, encompasses eight key human motivations influencing women’s decisions – conviviality, belonging, security, control, recognition, power, vitality and enjoyment. It reveals the motivations behind the choices the female Asian audience make in education, finance, travel, technology, health and fitness, and fashion and beauty. This provides advertisers a better understanding of the female pay-TV consumer to effectively engage them on both regional and local level.
The study establishes that Asian women are doing it all: they are educated, independent and success-oriented; they have high expectations of themselves and their careers and still hold onto their traditional family values.
Christine Fellowes, Managing Director, Asia Pacific of Universal Network International commented, “With Universal Network’s bouquet of defined entertainment brands that attract strong female audiences, we are committed to deepening our expertise of the female market. High Heeled Warriors will provide a greater understanding of the female audience to advertisers and marketers, empowering them to connect with contemporary women in Asia.”
Research was administered via extended focus groups and home visit ethnographies, and supplemented with leading third party findings such as Synovate’s regional PAX survey.
High Heeled Warriors was presented to marketers, advertisers and media who were in attendance at cocktail today, where fashion mogul and model Kimora Lee Simmons made a special appearance.
High Heeled Warriors fact sheet
About high Heeled Warriors
Universal Networks International presents High Heeled Warriors, a unique psychographic study of women across South East Asia, uncovering new choices women are making as they redefine their identity in a contemporary context.
Presenting an in-depth look into different aspects that motivate contemporary women, High Heeled Warriors epitomizes the Asian woman’s ambition, value and self-identity. Encompassing aspects such as education, finance, travel, fashion and beauty, High Heeled Warriors establishes Universal Networks as the media solution in connecting with the Asian female audience.
Who is a high heeled warrior?
The contemporary Asian woman is a high-heeled warrior as she faces great expectations and duties and approaches them with increasing power, intelligence and capability (in high heels!).
High Heeled Warriors Research
Universal Networks International commissioned Synovate, one of the largest research firms in the world to gather consumer data in Singapore, Malaysia, Philippines and Indonesia. The research included extended focus groups and home visit ethnographies. We supplemented the primary research with leading third party findings about women.
Universal Networks Knows Women
With four strong female focused brands in Universal Networks’ portfolio of channels – DIVA Universal, Universal Channel E! and Style, we provide great entertainment to a large segment of the pay-TV audience: contemporary women. We endeavour to continually deepen our understanding of our audience to meet their lifestyle needs and also provide the media solution for advertisers in reaching this demographic.
High Heeled Warriors in the world
There are 1 billion women in the workforce worldwide and earn USD12 trillion.
Women are making or influencing 64% of all purchase decisions.
They control USD20 trillion of consumer spending worldwide!
The growing female economy represents one of the most important commercial opportunities in our lifetime.
As a result of the unrelenting pressures of one’s job, housework, juggling multiple roles, caring for the family and finding time for oneself, women place a high value on achieving comfort – and even moments of indulgence and personal pampering – whenever they can.
Source: ‘Women Want More’ by Silverstein & Sayre (The Boston Consulting Group)
High Heeled Warriors in Asia
A snapshot of Asian women in the workplace:
Philippines – 51% of Filipino women are in the workforce and there are 47 female business owners to every 100 male business owners (Second highest among the 4 territories after Singapore)
Malaysia – There are 57 women for every 100 men working (47% of Malaysian women are in the workforce)
Singapore – There are 72 women for every 100 men who are working (51% of Singaporean women are in the workforce)
Indonesia – There are 61 women to every 100 men in the workforce (53% of Indonesian women are working)
Source: Mastercard Worldwide Index of Women’s Advancement, Ministry of Manpower (Singapore), World Economic Forum’s The Global Gender Gap Report 2010
Family values and traditional roles of women (such as being nurturers and care-givers for their family) remain important to the women of today but they do not see themselves as passive participants in family decision-making.
They are educated, self-assured, and seek more freedom and opportunities to grow. They want to make their own decisions and determine their own future.
They want to be independent (including financial independence).
They are success-oriented and have high expectations in terms of their career development. They are proud to be modern working women (or modern working mothers for those with children) – they are doing this both for self-development and for their family.
They want to portray themselves as confident, sophisticated, and smart women with style.
They also want to express their individuality and are triggered by psychological motivations, which vary by country.
10 traits about a Malaysian High Heeled Warrior
. She is well-educated
She invests in education as she considers academic achievements as means for career advancement, and to be respected by others.
. She is ambitious
She is optimistic and at the same time ambitious. She looks forward to a better life and a brighter future.
She is driven by success
She aspires to be successful in every aspect of her life — she wants achievements in her career and have financial stability. She also greatly desires success in her family life (ie. Finding a suitable husband, raising kids well and providing them with a good education and more).
She is career-minded
She attains personal satisfaction (and a sense of self-respect and pride vis-à-vis other women) by being a successful modern working woman (and mom), as she wants to contribute to the family and provide for their well-being.
She is financially independent
She works hard to be financially independent and plans ahead in anticipation of future needs. She does not want to always depend on her husband, as she is confident and capable. While she contributes to paying for household expenses, she also has the freedom to indulge in her own comforts.
She is a go-getter
She is a go-getter and unafraid to do what needs to be done to achieve her goals. She desires to be respected, praised and acknowledged for her achievements.
She wants to project her personal and financial capabilities
She wants to be seen as a successful career woman, and at times would like to express it through her personal style. She also wants to be the first to experience the trendiest things. Brands must appeal to her need for respect and authority. Luxury to her is a sense of prestige, status, and exclusivity.
She wants security and comfort
She values relaxation (being pampered), comfort, reliability, and safety. She also wants to be in control of the future of her career and family well-being by ensuring everything is in place. She is well prepared to have a safe and comfortable life for her family.
She has a strong sense of family and community
She is all about being caring, loving and responsible for her family and she values her role as both nurturer and caregiver. As a consumer, her priority is to spend on products that are best for her family.
She accepts traditions but is an active decision-maker
She feels the need to be part of society. Though accepting societal norms as part of their life, she does not see herself as being subservient in family decision-making. In fact, she plays a major role in making decisions for the family.
About Universal Networks International
Universal Networks International, the global channels division of NBCUniversal, is one of the world’s premier entertainment networks, delivering quality content and compelling brands to 150 territories across Europe, the Middle East, Africa, Latin America and Asia. The portfolio includes the brands – Syfy, Universal Channel, DIVA Universal, Studio Universal and 13th Street Universal and now, with the acquisition by Comcast Corporation, E! Entertainment Television, The Style Network and Golf Channel. These brands deliver a full range of entertainment experiences to local audiences across the globe. Universal Networks International also operates Movies 24 and has an interest in the KidsCo joint venture.
Universal Networks International is part of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.
About Universal Networks International’s Channels
E! Entertainment Television is the 24/7 network dedicated to the world of entertainment. It is the ultimate destination for everything entertainment, bringing audiences glamorous, sexy and fun programming on Hollywood, celebrities and pop culture. E! Entertainment Television showcases its local production – E! News Asia, a weekly magazine show featuring the biggest entertainment stories from Hollywood and throughout Asia.
Style is a premiere lifestyle channel for women who want to look and feel their very best. From makeovers to fashion, beauty and home, Style offers expertise and inspiration for women.
DIVA Universal is an entertainment channel with a feel-good mix of great drama and sassy content. It’s upbeat, lively and optimistic, but at the same time full of emotion, poignancy and warmth. With DIVA Universal, entertainment is a celebration.
Universal Channel is the flagship entertainment channel of Universal Networks International. Powered by great ‘character driven’ entertainment; big characters in rich plotlines which have a sense of excitement, gravity and fascination all of their own. This isn’t content you’ll simply watch, the characters in the shows connect with viewers on a deeper emotional level.
